What Complete Physio does

Complete Physio Limited is a London-based private physiotherapy practice operating five to six independently-owned clinics across Central London (Angel N1, Bury Street EC3A, Chelsea SW10, Lime Street EC3M, Swiss Cottage NW6, and Wandsworth SW18). The company delivers musculoskeletal physiotherapy, sports injury rehabilitation, diagnostic ultrasound, ultrasound-guided injections, shockwave therapy, high-performance testing, podiatry, and women's, men's and paediatric physiotherapy services, supported by Extended Scope Practitioners, MSK Sonographers, and Independent Prescribers who can refer directly for MRI without GP involvement.

The business is built on a dual-practice clinician model that allows chartered physiotherapists to maintain external work in elite sport, education, research, and the NHS while treating Complete Physio patients, attracting a clinical team whose practitioners work with the NBA, Professional Football, England Hockey, and British Athletics (selected for the Olympics and World Championships). Distribution is direct-to-consumer through phone, online, and email booking, augmented by home-visit and online/telephysio channels. Revenue is generated per appointment on a pay-as-you-go basis, with direct billing to major UK private medical insurers (BUPA, AXA, WPA) under long-standing accreditation relationships, and specialist procedures (e.g., spinal injections) requiring prepaid deposits.

Complete Physio is a privately held UK private limited company, founder/director-owned with no disclosed institutional investment, M&A activity, or external funding rounds. Its sub-brand Complete Pilates and The Complete Health Podcast (Spotify/YouTube) extend the offering into clinical Pilates and content marketing, while a Trustpilot-integrated website and surgeon testimonial base support patient acquisition across both self-pay and insured segments.

Name

Complete Physio

Legal name

Complete Physio Limited

Website

https://complete-physio.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Complete Physio is a London-based private physiotherapy practice operating five to six clinics across Central London, delivering musculoskeletal physiotherapy, sports injury rehabilitation, diagnostic ultrasound, and ultrasound-guided injections to individual patients, athletes, and corporate clients via direct booking and BUPA/AXA/WPA insurance billing.

Ownership category

akta.pro rank

Product category

Physiotherapy Services

NAICS

Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134), Home Health Care Services (62161)

SIC

Services-Specialty Outpatient Facilities, Nec (8093), Services-Health Services (8000), Services-Home Health Care Services (8082)

akta.pro primary industry

Outpatient Rehabilitation & Physical/Occupational/Speech Therapy Centers (HLAFABAB)

akta.pro secondary industries

Sports Physical Therapy & Return-to-Play Rehab (HSADAIAB), Orthopedic Physical Therapy & Post-Op Rehab (HSADAIAA), Rehabilitation Therapy Equipment (PT/OT Modalities, Exercise & Balance Devices) (HLAHAMAG), Sports Medicine, Athletic Training & Rehabilitation Services (EDALAIAH)

Keywords

• Musculoskeletal physiotherapy services
• Sports injury rehabilitation
• Diagnostic ultrasound imaging
• Ultrasound guided injections
• Clinical pilates therapy

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Physiotherapy Consultations: One-time appointment-based consultations for physiotherapy services. Revenue generated per session with payment taken at time of appointment via credit/debit card or cash. Insurance companies are invoiced directly for insured patients.
2. Specialist Services: Additional revenue streams from specialist services including ultrasound-guided injections, shockwave therapy, podiatry, and paediatric physiotherapy. Some appointments such as spinal injections require prepaid deposits.
3. Health Insurance Billing: Direct billing to major health insurance providers including BUPA and AXA. The company invoices insurance companies within 24 hours of appointment. Patients are responsible for any excess or shortfalls not covered by insurance.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Complete Physio delivers musculoskeletal physiotherapy, sports injury rehabilitation and specialist injection therapy through five independently-owned clinics across Central London, supported by home-visit and online physiotherapy services. Its clinical team provides diagnostic ultrasound, ultrasound-guided injections, shockwave therapy, high-performance testing, podiatry, women's/men's/paediatric physiotherapy, and clinical Pilates for individual patients, athletes, and corporate clients.

Product overview

Complete Physio is a London-based physiotherapy company operating five independently-owned clinics in Central London (Angel, Bury Street, Chelsea, Lime Street, and Swiss Cottage). The company offers a comprehensive portfolio of physiotherapy and sports medicine services built around core physiotherapy and sports injury treatment. Specialized services include diagnostic ultrasound and ultrasound-guided injections for precise diagnosis and pain management, shockwave therapy for tendinopathy, and high-performance athletic testing. The service portfolio extends across multiple specialty areas including podiatry, women's health, men's health, and paediatric physiotherapy. Treatment modalities include sports massage, occlusion training (BFRT), specialist bracing, and clinical Pilates. The company also provides convenient delivery options through online physiotherapy consultations and home visit services. MRI scan referrals are available directly without GP consultation. The clinics are accredited by major health insurers including BUPA and AXA, with all physiotherapists chartered and HCPC registered.

Differentiator

Problem solved

Functional benefit

Brands

• Complete Pilates: A related Pilates service offering managed alongside Complete Physio, presented by Complete Physio and supported by the Complete Health Podcast.

Products and services

• Physiotherapy & Sports Injuries General physiotherapy for injury assessment, treatment and rehabilitation, covering post-operative care, lower back pain, and tendon and muscle rehabilitation. For individual patients and athletes across London.
• Ultrasound Guided Injections Pain-relieving injections performed under real-time ultrasound guidance for joints, tendons and muscles, including steroid and hyaluronic acid injections. For patients requiring targeted, image-guided pain management.
• Diagnostic Ultrasound Musculoskeletal ultrasound scanning performed by qualified MSK sonographers to diagnose injuries to joints, tendons, muscles and ligaments. For patients requiring in-clinic imaging diagnosis.
• Shockwave Therapy Extracorporeal shockwave therapy (ESWT) for tendon pain (tendinopathy), commonly used for Achilles, patellar and proximal hamstring tendon problems.
• Sports Medicine Specialist medical services for sports-related injuries, delivered alongside orthopaedic surgeons and sports doctors. For athletes and active individuals.
• High Performance Testing Performance testing including isokinetic strength testing, force plate analysis, handheld dynamometry and video analysis for athletes to assess strength, mechanics and biomechanical asymmetries.
• Tendon Clinic Specialist clinic focused on diagnosis and treatment of tendon injuries and tendinopathy using evidence-based protocols.
• Occlusion Training (Blood Flow Restriction Training) Blood Flow Restriction Training that allows patients to gain muscle mass and strength at lower loads by restricting blood flow, used post-operatively or for joint-sensitive rehabilitation.
• Sports Massage Soft tissue massage therapy for athletes and active individuals to aid recovery, prevent injury and enhance performance.
• Specialist Bracing Supply and fitting of specialist braces and supports for various musculoskeletal conditions and injuries.
• Podiatry Services Foot and lower limb specialist services including musculoskeletal podiatry, biomechanical assessment, orthotics and verruca treatment.
• Women's Health Physiotherapy Pelvic health physiotherapy including antenatal and postnatal care, incontinence management and prolapse treatment.
• Men's Health Physiotherapy Physiotherapy services addressing male-specific pelvic health conditions and musculoskeletal issues.
• Paediatric Physiotherapy Physiotherapy services for infants and children including developmental delay, positional talipes and torticollis.
• Pilates Clinical Pilates services for rehabilitation, core strengthening and back pain management, provided through the Complete Pilates brand.
• Running Clinic Video gait analysis and running assessment to identify biomechanical factors contributing to injury and optimize running technique.
• Physio at Home Domiciliary physiotherapy services for patients unable to attend clinic appointments, delivered across London.
• Online Physiotherapy Remote physiotherapy consultations and treatment programs delivered via video platform.
• MRI Scan Referral Direct referral service for MRI scans without requiring GP consultation, with results reviewed by specialist physiotherapists.
• Back Pain Services Comprehensive assessment and treatment programmes for lower back pain and spinal conditions.
• Specialist Hand Therapy Assessment and treatment of hand, wrist and upper limb injuries and conditions.
• Suprascapular Nerve Block (SSNB) Nerve block injection procedure for shoulder pain management performed under ultrasound guidance.
• Pessary Clinic Vaginal pessary fitting and management services for pelvic organ prolapse and stress incontinence.
• Clinical Specialist Services Extended scope practitioner services with advanced diagnostic and treatment capabilities beyond standard physiotherapy, including direct MRI and ultrasound-guided injection referrals.
• Ergonomic Assessment Workplace ergonomic assessments to prevent and treat occupational back pain and repetitive strain injuries.

Quantifiable outcome

• 60% reduction in pain reported after hydro-distension injection treatment for frozen shoulder
• +1 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• BUPAcoreChannel Partner/ Reseller/ DistributorComplete Physio has been accredited by BUPA for over 15 years. All clinic locations are covered under BUPA clinic code 80009529. BUPA members can access physiotherapy services at any of the five clinic locations with direct billing.
• AXA HealthcoreChannel Partner/ Reseller/ DistributorComplete Physio has been accredited by AXA for over 15 years. Each clinic has a specific AXA registration number for direct billing (Bury Street ZZ03838, Lime Street ZZ03549, Angel ZZ01645, Chelsea ZZ02549, Swiss Cottage ZZ03585).
• WPA (Western Providence Association)minorChannel Partner/ Reseller/ DistributorWPA is accepted but Complete Physio requires individual physiotherapist registration numbers to be provided to patients who then inform WPA. The company does not work with third parties.
• NBAcoreStrategic or Co-development PartnerSome Complete Physio physiotherapists work with the NBA alongside their private practice work, providing sports physiotherapy services to professional basketball athletes.
• Professional Football ClubscoreStrategic or Co-development PartnerComplete Physio physiotherapists work with professional football clubs alongside their clinic work, providing sports injury treatment and rehabilitation services.
• England HockeycoreStrategic or Co-development PartnerPhysiotherapists from Complete Physio work with England Hockey, providing sports physiotherapy services to national hockey athletes.
• British AthleticscoreStrategic or Co-development PartnerComplete Physio physiotherapists have been selected to work at the Olympics and World Championships with British Athletics team.
• Complete PilatescoreStrategic or Co-development PartnerComplete Physio and Complete Pilates work together as an integrated healthcare offering. The Complete Health Podcast is presented by Complete Pilates and supported by Complete Physio. Helen O'Leary serves as Clinical Director for Pilates.
• Mr Ian McDermott (Consultant Orthopaedic Knee Surgeon)coreImplementation/ SI/ Consulting PartnerLeading knee consultant who refers patients to Complete Physio for post-operative rehabilitation. Works with the company to ensure comprehensive patient care from diagnosis through recovery.
• Mr Simon Owen-Johnstone (Consultant Orthopaedic Surgeon)coreImplementation/ SI/ Consulting PartnerConsultant Orthopaedic Surgeon specialising in shoulder and upper limb who refers patients to Complete Physio for rehabilitation. Maintains regular communication with the team about patient progress.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ascenti: One of the largest UK private physiotherapy chains with significant London presence, offering MSK physiotherapy, occupational health and insurer-direct services. Comparable on multi-site outpatient model but at larger scale.
• Bodyset: PE-backed UK physiotherapy chain with growing London footprint, offering insured and self-pay MSK services. Competes for the same insurer-network patient flow and corporate contracts.
• Pure Sports Medicine: London private clinic offering physiotherapy, sports medicine, diagnostic ultrasound and injection therapies to elite athletes and self-pay patients. Closest direct competitor on service mix and premium positioning.
• Six Physio: London-based independent physiotherapy chain operating multiple Central London clinics with a similar premium self-pay and insured-patient model. Directly competes for the same consultants, athletes and corporate clients in overlapping postcodes.
• Physiotherapy London (Marylebone): Central London independent physiotherapy practice offering MSK, sports and post-operative rehab with consultant referral links. Competes for the same Harley Street / Marylebone catchment and surgeon referral network.

Emerging players

• Ten Health & Fitness: London multi-disciplinary clinic combining physiotherapy, Pilates and personal training. Comparable hybrid clinical-exercise model and overlap on women's health and Pilates-led rehabilitation.

Broad incumbents

• Octopus Healthcare (Octopus Physiotherapy): Investor-backed operator of physiotherapy and primary-care clinics in the UK. Comparable outpatient model with stronger capital base for multi-site expansion.
• Nuffield Health: Large UK healthcare operator running hospitals, fitness clubs and physiotherapy services across London. Overlaps on outpatient physiotherapy and corporate wellness but as part of a much broader healthcare and fitness portfolio.
• Bupa Health Clinics: Operates its own UK physiotherapy and diagnostic clinics and is also one of Complete Physio's largest insurer partners. A vertically integrated incumbent that both supplies insured patients and competes for self-pay demand.

Regional players

• ATI Physical Therapy: Large US-based outpatient physiotherapy chain with comparable service mix including sports medicine, workers' comp and direct access. Useful US benchmark for multi-site MSK clinic operating model and economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/CompletePhysio
• LinkedInlinkedin.com/company/complete-physio

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Complete Physio